Your Customer Creation Equation by Brian Massey: The Foundational Book for CRO

“I wrote this book more for the manager than for the practitioner. It is designed to help marketing managers and business owners identify what they should be working on and impose some level of proficiency in the creation of a great online effort.”

— Brian Massey

4.6 Stars on Amazon.com

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Reviews for Your Customer Creation Equation

“If you’re relatively new to Web marketing — really committing to making the Web a primary channel for your business — this book is a great place to begin. It starts at a high level and takes a holistic view of websites, landing pages, shopping carts, email, and social media under the umbrella of one driving question: what works best to grow your business online?

What’s unique, however, is that it frames the entire marketing mission in the context of the scientific method. In Brian’s narrative, conversion optimization isn’t a tactic. Rather, it’s an overarching mindset that spans all of these different vehicles, a continual process of testing and learning.

He is quick to illustrate examples that show the scientific method isn’t inapproachable to nonscientists, and in fact, is ideally suited to digital marketing.

If you’re already experienced with conversion optimization, this is obviously preaching to the choir. There are certainly parts of Brian’s book that you will find elementary — such as a patient (but good!) explanation of conversion rate.

However, I think you’ll still find this a valuable read. Brian’s book helps make the case for conversion optimization marvelously, with lots of colorful examples and analogies. He writes in language that is plain and easy to understand, while at the same time evoking vivid and humorous imagery that really drives his points home.”

“Brian’s book is a practical resource that provides a systematic approach for turning your website into a customer generating machine. I’ve got a feeling that this is one of those books that I’ll continue to reference again and again. My copy is already chock full of notes and folded page corners.”